T H E C A U T I O N A R Y T A L E S O F

S O C I A L M E D I Aas told by

S e th Justin Go ld s t e in .

www.socialmedia.comtwitter @seth

seth@socialmedia.com

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CHECK.

Reality

Why is social media so important?

{ Q: }

S O C I A L M E D I A

T E L E G R A P H

T E L E P H O N E

F A X

E M A I L

S K Y P E G O O G L E

C A B L E

T V

R A D I O

P R I N T

T W I T T E R

F A C E B O O K

M Y S P A C E

C R A I G S L I S T

E B A Y

A O L

G U T E N B E R G

COMMUNICATIONS MEDIA

SO, WHAT ARE YOU SO AFRAID OF?

THIS?

(yes, it really happened...)

“In videos posted on YouTube and elsewhere this week, a Domino’s employee in Conover, N.C. prepared sandwiches for delivery while putting cheese up his nose, nasal mucus on the sandwiches.”

New York TimesApril 16 2009

(honest, it did...)

(okay, then...)

HELP! HOW DO WE GET OUT OF HERE?

fig. 14.22.18

LOSE CONTROL[ or the hows and whys of getting out of the way ]

(in other words...)

TAKE A REALLY BIG CHANCE.

01.

Most companies are scared of social media as they fearLOSING CONTROL OF THEIR BRAND.

02.

And yet consumers invest more in brands that REWARD THEIR PARTICIPATION.

(but remember...)

DON’T BE TOO FANCY.

(words to live by...)

“If you aren’t embarrassed by what you’re releasing, you’re taking too long.”REID HOFFMANNFounder of LinkedIn

03.

Services which seem perpetually ‘unfinished’ are those THAT USUALLY LAST THE LONGEST.

How do you take an accurate picture of a fast moving vehicle?

{ Q: }

{ A: }

Like this?

{ A: }

...or this?

(for example...)

“Brands are now becoming conversation factors where academics, celebrities, experts and key opinion formers discuss functional, emotional and... social concerns.”

SIMON CLIFTUnilever

04.

Social Media provides a light-weight CONTEXT FOR EXCHANGING INFORMATION.

(what we really mean is...)

IT’S LIKE A COCKTAIL PARTY.

(i.e....)

NOT A MONOLOGUE.

05.

You need to keep lots of conversations going at the same time WITHOUT GETTING STUCK IN ANY OF THEM.

(see what we mean...)

“I built a system simple enough to sustain itself.”

PIERRE OMIDYAReBay

GET OUT.

fig. 22.5.9

STREAM SMALL[ or why only 140 characters actually works ]

01.

Keep it brief and keep your audience.THEY’RE ALREADY LISTENING ANYWAY.

(but don’t take our word for it...)

“Creativity comes from constraint.”

BIZ STONETwitter

02.

We tend to assume that engagementSCALES WITH BANDWIDTH.

03.

But low-bandwidth devices RESONATE LONGER

(words to live by...)

SMALL AND NIBLE = EASIER TO ESCAPE.

fig. 38.21.7

CREATE SOCIALLY[ or how to get your brand in the mouths of others ]

04.

Traditional media tells the same big storyTO AS MANY PEOPLE AS POSSIBLE.

05.

Social Media is about lots of little stories toldIN SMALL GROUPS AT THE SAME TIME.

(as we were saying...)

“Utility doesn’t have to be this big thing. It can take place in smaller, more frequent interactions.”MARK ZUKERBERGFacebook

01.

Internet advertising is so annoying. IT DISTRACTS USERS.

02.

Social advertising is a real messageFROM ONE PERSON TO ANOTHER

03.

A good conversationCREATES LASTING IMPRESSIONS.

04.

Social behavior inspires technologyWHICH INSPIRES NEW SOCIAL BEHAVIOR

insights:

KEY

(in summation...)

03.

CREATE SOCIALLY

02.

STREAM SMALL

01.

LOSE CONTROL

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